Construction Company Case Study
Introduction:
As the reporting marketing agency, Putnam Marketing is proud to showcase the impressive success story of our client, Hansen Bridge. Hansen Bridge is a leading provider of laminated timber bridges in the United States, but they were struggling to reach their target audience due to a lack of social media presence.
The company contacted Putnam Marketing to develop a custom digital marketing strategy to improve its online visibility and generate more leads. With our guidance, Hansen Bridge celebrated exponential increases in several key areas.
Challenges:
When Putnam Marketing first started working with Hansen Bridge, we identified several challenges that were hindering their online growth. The company had no social media presence, which made it difficult to reach its target audience. They also lacked the necessary tools to track website traffic and online leads, which made it challenging to measure the effectiveness of their marketing efforts.
Strategy:
We worked closely with Hansen Bridge to develop a custom digital marketing strategy that would help them achieve their goals. Our strategy included the development of a robust social media presence on platforms such as LinkedIn, Twitter, and Facebook. We also optimized their website for (SEO) search engine visibility, implemented targeted email marketing campaigns, and created high-quality content to engage their audience.
Results:
After one year of implementing our custom digital marketing strategy, Hansen Bridge celebrated impressive results.
21.47% increase in site visitors
126.50% increase in organic search traffic
800% increase in online leads
640.92% increase in the conversion rate
These results surpassed the company's expectations and exceeded their initial goals.
Conclusion:
Thanks to our custom digital marketing strategy, Hansen Bridge was able to overcome its online growth challenges and achieve impressive results. We are proud to have been part of their success story and look forward to helping them achieve even more in the future. Our experience working with Hansen Bridge is a testament to the effectiveness of a well-planned and executed digital marketing strategy.
Introduction:
Putnam Marketing is proud to showcase the impressive success story of our client, Hansen Bridge.
Hansen Bridge is a leading builder of Timber Laminated Bridges in the New England area, but they were struggling to reach their target audience due to a lack of social media presence.
The company owner, Michael Hansen, contacted us to develop a custom digital marketing strategy to improve their online visibility and generate more leads.
With Putnam Marketing's guidance, Hansen Bridge celebrated exponential increases in several key areas.
Strategy:
We worked closely with Hansen Bridge to develop a custom digital marketing strategy that would help them achieve their goals.
Our strategy included the development of a robust social media presence on platforms such as Instagram, Twitter, and Facebook.
We also optimized their website for search engine visibility, implemented targeted email marketing campaigns, and created high-quality content to engage their audience.
Challenges:
When we first started working with Hansen Bridge, we identified several challenges that were hindering their online growth.
The company had no social media presence, which made it difficult to reach their target audience.
They also lacked the necessary tools to track website traffic and online leads, which made it challenging to measure the effectiveness of their marketing efforts.
Results:
After one year of implementing our custom digital marketing strategy, Hansen Bridge celebrated impressive results.
21.47% increase in site visitors
126.50% increase in organic search traffic
800% increase in online leads
640.92% increase in the conversion rate
These results surpassed the company's expectations and exceeded their initial goals.
Conclusion:
Thanks to our custom digital marketing strategy, Hansen Bridge was able to overcome their online growth challenges and achieve impressive results.
We are proud to have been part of their success story and look forward to helping them achieve even more in the future.
Our experience working with Hansen Bridge is a testament to the effectiveness of a well-planned and executed digital marketing strategy.
Introduction:
Putnam Marketing was hired by Hansen Bridge, a leading manufacturer of high-quality timber laminated bridges, to help revamp its marketing strategy.
The objective is to create a brand image for Hansen Bridge that increases sales and revenue in traditional and emerging markets. In this case study, we will discuss how Putnam Marketing was able to achieve its objectives and promote Hansen Bridge as a leader in the industry.
Background:
Hansen Bridge was founded in 1959 and has been building Bridges for almost 60 years. Hansen Bridge has established a strong reputation for quality, reliability, and innovation. Its products have been used in various industries, including roadways, railways, and pedestrian applications. Hansen Bridge prides itself on its organization’s customer-first approach and its proclivity to exceed expectations.
The Problem:
Like many legacy brands, Hansen Bridges faced new competitors with burgeoning technologies, disrupting established methods utilized in the industry. The company wasn't capturing a new demographic amongst the younger generations. The company’s marketing approach wasn't innovative and didn’t differentiate the brand from the competition. Hansen Bridge needed a modern marketing approach that resonated with all generations of buyers and promoted their superior craftsmanship and return on investment for end-users.
The Solution:
Putnam Marketing began by conducting market research into the target audience, competitors, and industry trends. This allowed us to develop a marketing plan that addressed Hansen Bridge's current hurdles and set them on course for success.
We started with the Hansen Bridge brand positioning, which aimed to reposition the company from a standard bridge manufacturer to a premium service provider. We built a comprehensive marketing strategy centered on three core areas:
1. Elevating Brand Position:
To efficiently elevate the brand in the market, we focused on core differentiators, which include:
Quality and workmanship
Speed of delivery
Range of custom options
Industrial applications and advancements.
We created messaging that emphasized the USP of Hansen Bridge, a superior, streamlined process from start to finish.
2. Targeted Ad campaigns:
Supported by market research, we discovered the most effective way of reaching potential customers was through online platforms. Putnam Marketing developed two targeted ad campaigns: one aimed at General Contractors, traditional to the Hansen Bridge industry. The other aimed at the young investor and visionary; we intended to inform and gauge new customers in new segments. The campaigns used SEO/PPC practices on multiple social channels to maximize the reach of the potential customer. In addition, it portrayed the ethos and values of the business; and Hansen Bridge's commitment to excellence, reliability, safety, and prompt delivery.
3. Thought Leadership:
Putnam Marketing developed an external content creation strategy that focused on enhancing the industries' literacy levels on the benefits of advanced bridge engineering and fabrication techniques and materials. The public was to gain a perception of Hansen Bridge as an industry-standard thought leader. We built an exceptional content creation and outreach system, increasing organic traffic and interest in the company. These articles were published on industry blogs and linked back to the Hansen Bridge website/blog.
Results:
Putnam Marketing brought about a substantive increase in Hansen Bridge's revenue and brand image. The quality of leads from the targeted ad campaign showed an increase in conversions by 58% over any other previous campaigns held by the company.
The other campaign aimed at a new demographic brought about new clients to the company with over a thirty percent retention rate. The content creation strategy's success was quickly visible, with over a sixty percent increase in traffic to the blog and over a seventy-five percent increase in brand awareness. These results significantly impacted the company's position in the industry, and Hansen Bridge saw a significant Return on Investment.
Conclusion:
The marketing strategy set forth by Hansen Bridge and implemented by Putnam Marketing had a significant impact on the brand's perception and revenue.
Hansen Bridge became distinguished in the industry and evolved from the standards of a ‘brand old guard’ to a 'young at heart' entity, capturing a new significant younger market without alienating its core target segment.
By bringing forth a fresh new marketing strategy, Hansen Bridge positioned itself firmly in the future, and Putnam Marketing helped make our client’s Company become the Market Leader in Timber Laminated Bridge Construction.
